Virtuoso’s US Forum Opens 2026 With Big Numbers, Bigger Bookings
Strong 2025 results and long-range bookings set the tone as the network opens its global events calendar.
Photo: Courtesy of Grand Velas Riviera Maya
Virtuoso kicked off its 2026 global events calendar last week with a confident showing in Playa del Carmen, using its U.S. Forum to put real numbers behind what many in the luxury travel business have been feeling for months: demand isn’t cooling, and clients are planning further out—and spending more when they do.
Held January 28–30 at Grand Velas Riviera Maya, the sold-out forum brought together more than 380 owners, managers, and partners. It also marked the event’s 10th anniversary and its first edition staged outside the U.S., a deliberate change of scenery that matched the tone of the data being shared.
The clearest headline came early: U.S. production in 2025 rose 21 percent year over year. Hotels drove the surge, with sales up 36 percent, followed by gains across on-site experiences, cruise, and tours. Rates climbed alongside volume. Average daily rates booked by U.S. agencies increased throughout the year, topping out at $2,158 per night in December, with monthly ADR growth landing between five and 13 percent.
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More telling than the past year, though, was how far ahead clients are now committing. Bookings made in 2025 for travel one to two years out jumped 42 percent, and trips priced at $50,000 or more for those future dates rose 63 percent year over year.
That confidence showed up again in Virtuoso’s January 2026 Pulse Survey. More than 70 percent of U.S. members reported feeling optimistic about their business, up from mid-2025, while partner optimism also ticked higher. Strong client budgets and steady performance were cited most often, along with growing interest in travel that prioritizes privacy, pacing, and discretion over crowded itineraries.
A live Owner/Manager Outlook Survey conducted during the event found that two-thirds of respondents plan to hire independent contractors in 2026, and one quarter expect to hire full-time staff. Asked about traveler behavior, owners pointed to rising interest in new destinations, solo travel, and slower, more immersive trips. Only 22 percent flagged increased price sensitivity, suggesting cost remains a secondary concern for this segment.
“I’m most excited about turning challenge into opportunity with a refreshed perspective on what’s possible, and I’m grateful for a community that believes in growing together,” said chairman and CEO Matthew D. Upchurch.
The U.S. Forum was the first of more than 90 Virtuoso events scheduled worldwide in 2026, with upcoming forums in Canada, Latin America, Europe, and Asia-Pacific through early April.
